Scrappy ABM Why build a podcast? (with Trina Schaetz from Project Insight) | Ep. 242
Hello and welcome to Scrappy ABM—this is your host, Mason Cosby—and today Mason is joined by Trina Schaetz from Project Insight. Brand reach, brand recognition, and “getting something that differentiated us from other software tools” show up fast, along with a show name that makes it hard to say no: Wear Your Cape to Work.
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Trina shares why project and program managers are “the superheroes of their organizations,” how real-life conversations at a large organizational conference turned into podcast invitations, and how a prep call helps guests feel comfortable—without giving away the best answers. The conversation also hits “thought leadership and brand awareness,” a “long play,” and the shift where “cold calling now becomes warm calling,” plus a clear warning: “episode one needs to be pretty fantastic.”
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👤 Guest Bio
Trina Schaetz is the Director of Marketing and UX at Project Insight. She hosts Wear Your Cape to Work, built around the idea that project and program managers are “the superheroes of their organizations.” Trina talks about brand reach, brand recognition, and making something that feels tangible—“there’s real people behind this software and we care about the real people that are using it”—plus how guests who “haven’t been highlighted” become very accessible to invite.
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📌 What We Cover
- “Why build a podcast?”: brand reach, brand recognition, and “something that differentiated us from other software tools”
- The story behind “Wear Your Cape to Work” and project managers as “the superheroes of their organizations”
- Sending guests a “Wear your Cape to Work mug” with a “superhero avatar of themselves”
- Getting guests from “genuine conversations” at a large organizational conference—customers, prospects, and people you “maybe would never sell our product to”
- Using LinkedIn when someone “liked something we were doing” or is “connected to someone who we know”
- Structuring episodes with a “wish list,” boundaries, and a “five or 15” minute prep call so guests don’t “overthink the answers”
- Internal buy-in: co-hosting with the CEO and business development director, plus “thought leadership role”
- Revenue and pipeline: “thought leadership and brand awareness,” a “long play,” and when “cold calling now becomes warm calling”
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🔗 Resources Mentioned
- Trina Schaetz on LinkedIn
- Project Insight
- Wear Your Cape to Work
- A large organizational conference
- NASA
- A credit union “across your entire country”
- Universal Studios
- John Wayne International Airport
- Fairlife milk
- The Proximity Principle
- StreamYard
- script
- Buzzsprout
- Canva
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason on LinkedIn for a conversation about ABM
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